All work
Safety Counts
Changing internal behaviour by raising safety awareness across crews
The quick take
For Svitzer, the world’s largest towage operator and part of the Maersk Group, safety is the top priority. The company partnered with CBC to raise internal safety awareness and create positive behavioural changes to reduce incidents and injuries.
About Svitzer
Svitzer is a leading global port and terminal infrastructure provider, serving approximately 2,000 customers in 141 ports and 40 terminals across 37 countries through a fleet of 446 vessels.
Scope
- Internal campaign concept
- Landing pages and microsites
- Films and animations
- Gameboards and merchandise
- App game development
- Internal magazine
CBC created a fictional character, Duke Shaper, to help deliver the key messages of the initiative. One way to bring the character to life and to maximise engagement was by creating a game that could be played on mobile devices.
Challenge
With operations spanning ports and terminals worldwide, Svitzer depends on a strong safety culture to protect people, assets and operations. Yet driving lasting behavioural change across a large, diverse workforce requires more than standard internal communications. To reinforce its safety ambitions, Svitzer needed campaigns that could cut through daily operational noise – engaging employees with a serious message while remaining distinctive, memorable and relevant to real-life working environments.
Solution
CBC developed a distinctive internal engagement platform designed to turn safety from policy into everyday behaviour. At its centre was the fictional character Duke Shaper, brought to life through a mix of animation, mobile gameplay and interactive tools that made safety messages memorable and accessible across Svitzer’s global workforce. Supported by videos, print materials and digital activations – including a Safety Counter and a board game linked to the company’s safety management system – the initiative created a cohesive campaign framework for sustained behavioural change.
Challenge
Solution
With operations spanning ports and terminals worldwide, Svitzer depends on a strong safety culture to protect people, assets and operations. Yet driving lasting behavioural change across a large, diverse workforce requires more than standard internal communications. To reinforce its safety ambitions, Svitzer needed campaigns that could cut through daily operational noise – engaging employees with a serious message while remaining distinctive, memorable and relevant to real-life working environments.
CBC developed a distinctive internal engagement platform designed to turn safety from policy into everyday behaviour. At its centre was the fictional character Duke Shaper, brought to life through a mix of animation, mobile gameplay and interactive tools that made safety messages memorable and accessible across Svitzer’s global workforce. Supported by videos, print materials and digital activations – including a Safety Counter and a board game linked to the company’s safety management system – the initiative created a cohesive campaign framework for sustained behavioural change.
The centrepiece of the initiative was a brief video animation, which was shown worldwide on Safety Day and also posted on the corporate website and Facebook page.
Brochures and posters were also used to support key campaign messages and drive awareness.
The 2015 campaign used a web-based Safety Counter to provide an immediate way for the organisation to track Svitzer’s safety performance.
The 2016 campaign introduced a board game to create a stronger link between the procedures in Svitzer’s new safety management system and real life.
“Creating a global safety culture is no small endeavour. CBC’s visually compelling universe and creative use of print and digital media continues to attract employee engagement.”
Jens Viby Mogensen,
Head of Branding & Marketing
Head of Branding & Marketing
